Midterm Review Flashcards
What are the 4 stages of implamenting a market strategy?
- Identifying and evaluating market opportunities
- Analyzing market segments and selecting target markets
- Planning and implementing a marketing mix that will provide value to customers and meet organizational objectives
- Analyzing firm performance
Experiment:
: a carefully controlled study in which the researcher manipulates a propsed cause and observes any corresponding change in the proposed effect
Deliverables
the consulting term used to describe research objectives to a research client
Research Proposal
– a written statement of the research design emphasizing what the research will accomplish
What is Exploratory Research and give an example
Useful in new product development,
Condiucted to clarify ambiguous situations or discover ideas that may be potential business opportunities
What is descriptive research?
Describes characteristics of objects, people, groups organizations or environments
Descriptive research often helps to…
Describe market segments. What does the organic food market look like?
What is causal research?
Allow casual inferences to be made- they identify cause and effect (x and Y relationship)
Causal research should do all of the following…
- Establish the appropriate causal order or sequence of events
- Measure the concomitant variation (relationship) between the presumed cause and the presumed effect
- Examine the possibility of spuriousness by considering the presence of alternaive plausible causal factors
Exploritory and or descriptive research usually preceed to…
Causal research!
What are 2 examples of when to use exploritory research?
Our sales are declining for no apparent reason
What kinds of new products are fast-food customers interested in
What are 2 examples of descriptive research?
What kind of people patronize our stores compared to our primary competitor?
What product features are most important to our customers?
What are 2 examples of casual research
Will customers buy more products in a blue package?
Which of two advertising campaigns will be more effective?
What are the stages of the research process?
- Defining Research Objectives
- Research design
- Sampling
- Data collection
- Data Analysis
- Conclusions and Reporting
Qualatitive marketing research is research that address…
Marketing objectives through techniques that allow researchers to provide elaborate interpretations of market phenomena without depending on numerical measurement
Qualititve Research is usually used in…
Exploritory Research with general research objectives
Quantitiative Research is meant to measure and test while qualititve is meant to…
Observe and interpret
Hermeneutic is…
an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or herself
List some qualititve research approaches?
Focus group interviews Depth Interviews Conversations Semi-Structrued Interviews Word Association/ Sentence Completion Observation Colleges Thematic Appreception
What is the difference between conversations and depth interviews?
Depth Interviews are one-on one probing interview while a conversation is simply unstructured dialogue recorded by a researcher
What are semi-structred interviews?
Open ended questions, often in writing that ask for short essay type answers from respondednts
Researchers often use focus group interviews for….
Concept screening and concept refinement
Depth interviews provide more _____ into a particular individual than do focus groups.
insight
A _____ _____ is particularly appropriate in phenomenological research and for developing grounded theory
Conversation approach
EX Vans interviewing skaters
Researchers usually use ____ ______ _____ and sentence completion tasks in conjunction with other approaches.
Free Association Techniques
What are three broad objectives of secondary research studies?
Fact Finding
Model Building
Database Marketing
What are sampling errors?
Error arising because of inadequacies of the actual respondents to represent the population of interest
What are systematic error’s?
Error resulting from some imperfect aspect fo the research design that causes respondent error or from a mistake in the execution of the research
What are the two major sources of errors in surveys?
Random Sampling error and systematic error
A personal interivew is…
Face-toface communication in which an interviewer asks a respondent to answer questions.
What are advantages of personal interviews?
- Opportunity for Feedback
- Probing Complex Answers
- Length Of the Interview
- Completeness of Questionnaire
- Props and Visual Aids
- High Participation Rate
What are disadvantages of Personal Interviews?
Interviewer influence
Lack of Anonymity of Respondent
Cost
Where are places to conduct inperson interviews?
Public locations, door to door sales etc
Random digit dialing is?
Simply selecting a geographic area (area code + first three digits) and randomly shuffling the last 4 digits of a phone number to connect to a random number.
This is useful for people with unlisted phones.
What are some advantages of telephone interviews?
Speed
Cost
Absence of face tp face contact - Respondents may answer embarrassing or confidential questions more willingly over the phone than in person
What are some disadvantages of telephone interviews?
Cooperation - declining answering rates
Lack of visual aid or personal touch
What are some advantages of mail survey’s?
Geographical flexibility
Respondent Convenience - more likely to think through resultss
Respondent Anomity
What are some disadvantages of Mail questionaires
Can be high cost
Length of mail questionnaire
Absence of Interviewer
Standardized questions - Any ambiguity likely leads to response error
What are ways to incresase response rates got mail surveys?
Cover Letters
Incentives
Interesting questions
Advanced notification of questionair arriving
Whare some advantages to internet surveys?
High data collection speed High Geographic flexibility Inexpensive Choice to be anonymity Streaming media software allows use of graphics and animiation
Observation is….
The systematic process of recording the behavioural patterns of people, objects, and occurrences as they are witnessed
What can be observed?
Physical activities
Verbal Behavior
Expressive Behavior and Physiological Reactions
Spacial Tensions and Locations
Temporal Patterns
Physical Objects at locations
Verbal and Pictorial Records - photos on facebook
Neurological Acticities- customers brain acticity in response to advertisement
Internet Activity
Geographical Location
Response Latency
The amount of time it takes to make a choice between two alternatives; used as a measure of the strength of preference
Direct Observation
A straightforward attempt to observe and record what naturally occurs; the investigatior does not create an artifical situation
In many cases ____ ______ is the most straightforward means of data collection.
Direct Observation
What is the major problem with direct observation?
Observation bias, the observer could misread/ interpret an observation
Contrived observation is…
observation in which the investigator creates an artificial environment in order to test a hypothosis
What are 4 questions that can help address the question of contrived observation ethics?
- Is the behaviour being observed commonly performed in public where it is expected that others can observe the behaviour?
- Is the behaviour performed in a setting in which the anoymity of the person being observed?
- Has the person agreed to be observed
- Has the person been adequetely notified that their behavior is being observed?
What is content analysis?
The Systematic observation and quantitative description of the manifest content of communication.
An experiment is
A research investigation in which conditions are controlled
What is a laboratory experiment?
A situation in which the researcher has more complete control over the research setting and extraneous variables
What are field experiments?
Research projects involoving experimental manipulations that are implemented in a natural environment
What are some traits of laboratory experiments
Advantages
- Few extraneous variables
- high control
- low cost
- short duration
- Subjects Aware of Participation
- Artificial-Low Realism
What are some traits of field experiments?
Natural-High Realism Many Extraneous Variables Low Control High Cost Long Duration Subjects Unaware of Participation
Give an example of Test Marketing?
A company testing a product in the Canadian market
Give some characteristices of test marketing
Forecasting new product success
Testing the marketing mix
Identifying product weaknesses
What are some advantages and disadvantages of test-marketing?
Advantages - Real-world setting - Easily communicated results Disadvantges - cost - time - loss of secrecy
